Amazon has added another feather in its cap by bringing in Hindi language support to its automated messaging assistant, allowing users to get their queries addressed by the chatbot in Hindi. Amazon claims the Hindi chat experience is available on the Android app.

Powered by AI (artificial intelligence), like most chatbot solutions used in the industry, Amazon’s Messaging Assistant uses ML (machine learning) and NLP (natural language processing) to understand what users want and provide them with more relevant answers.

“When customers interact with the Automated Assistant, it first predicts the most likely issue they are trying to contact us for, post which customers can ask questions related to their issue and receive faster resolutions. By offering the Automated Assistant in Hindi, we are taking a big step towards localizing our post-order experience for Indian customers," Akshay Prabhu, Director, Customer Service, Amazon India said in a press statement on Wednesday.

The option to use the Messaging Assistant doesn’t show on the home screen or product landing page. Customers have to first go to customer service in Settings->Contact US and then select the option to chat to customer care. The chatbot allows natural conversation and dialogue with your customer, but it is not open and wide. It presents users will some choices to keep the conversation within a boundary.

There is a growing demand for regional language support in chatbots.

Apart from Amazon, Haptik’s chatbot supports Indian languages such as Hindi, Tamil, Marathi, Gujarati, and Bengali. Bengaluru based company Senseforth has got multi-lingual bots and a bot builder, ready to be deployed by enterprises to engage with customers.

India had the second-highest active Internet user base in the world in 2018 at 390 million, according to Bain and Co. With the growing internet penetration in India, e-commerce companies are turning their focus on tier 2 and tier 3 cities.

In addition to setting up warehouses and hiring in small cities, the companies are now ready to cater to consumers by offering services like chatbot support in the languages that they understand better.